Over the years, Jay-Z’s Roc Nation has branched out into a number of industries outside the expected range of an ostensible rap label. There’s a school of entertainment management, book publishing arm, and a social justice initiative already, but Roc Nation isn’t stopping there. The latest move is a bit of a surprising one; Roc Nation announced today that it is partnering with American Greetings to release its own line of greeting cards.
The line will include traditional paper cards and digital e-cards featuring personalized messages and custom lyrics from artists like Dolly Parton, Donny Osmond, Michael Bolton, Shaq, and Smokey Robinson. It will also include “SmashUps,” although details on what those entail are scant for the moment.
Roc Nation president of business operations Brett Yormark told Billboard about the collaboration, explaining, “When we were introduced to the leaders at American Greetings and began discussing the idea of customized greetings, both on behalf of Roc Nation and its artists, we felt like it was a natural fit. It is an unexpected category that in many respects, given the breadth and depth of our talent, gave us a [different] way to reach new audiences.”
The partnership will begin with digital cards and eventually expand into physical cards in stores.
